Meet Rafael Oliveira, the coffee executive set to lead Heineken

Heineken N.V. has named Rafael “Rafa” Oliveira as its next chief executive officer, handing the leadership of the world’s second-largest brewer to a consumer goods executive whose career spans coffee, food, and beverages across four continents.

Oliveira, currently chief executive of JDE Peet’s, will succeed Dolf van den Brink on October 1, 2026, subject to shareholder approval at an extraordinary general meeting scheduled for August 5.

The appointment marks a shift for the Dutch brewer as it seeks to accelerate its EverGreen 2030 strategy amid changing consumer habits and intensifying competition in the global beverage industry.

From coffee to beer
Oliveira joins Heineken from JDE Peet’s, the world’s largest pure-play coffee and tea company, where he has served as chief executive since 2024. During his tenure, he sharpened the company’s strategy and restored profitable growth, helping improve returns for shareholders.

His leadership credentials were further underscored following Keurig Dr Pepper’s acquisition of JDE Peet’s. Oliveira was selected to lead the planned Global Coffee Co., a new publicly traded business with annual revenue of about $16 billion, combining the coffee operations of both companies.

Before taking over at JDE Peet’s, Oliveira spent roughly a decade at Kraft Heinz, eventually rising to president of international markets. In that role, he managed a portfolio worth more than $7 billion spanning Europe, Africa, Asia-Pacific, and Latin America.

Over more than two decades, the Brazilian executive built experience leading businesses across developed and emerging markets, focusing on strategy execution, operational efficiency, and market expansion.

Why Heineken chose him
Peter Wennink, chairman of Heineken’s Supervisory Board, said the company selected Oliveira after a global search process because of his ability to combine strategic thinking with operational discipline.

“He combines strategic clarity with operational rigour and strong people leadership to deliver superior results,” Wennink said.

Charlene de Carvalho-Heineken, whose family remains the brewer’s largest shareholder, described Oliveira’s appointment as the outcome of a rigorous global search and expressed confidence in his ability to lead the company through its next phase.

The Supervisory Board said Oliveira’s external perspective and extensive experience in fast-moving consumer goods would help strengthen execution and maintain long-term growth.

They added that they unanimously chose Rafa for his unique mix of strategic vision, operational expertise, and financial acumen, qualities that make him an exceptionally balanced and well-rounded CEO to guide HEINEKEN through the opportunitiesand challenges of the evolving beverage industry.

The new chapter
Oliveira will lead one of the world’s largest brewing groups, owner of brands including Heineken, Amstel, Tiger, Desperados and Sol. The company has been pursuing its EverGreen 2030 strategy aimed at expanding premium brands, improving productivity, and strengthening its presence in emerging markets.

Speaking on his appointment, the board said he will focus on performance, innovation, and consumer engagement while working with the brewer’s global workforce to accelerate growth and improve productivity.